Abstract
This paper presents a theoretical framework which asserts online compulsive buying as a function of several post-modern consumption pattern like status consumption, fashion orientation and social comparison. For this purpose, aim of this paper is to investigate the role of status consumption, fashion-oriented consumption tendency and social comparison on online compulsive buying behavior among Turkish consumers. In order to realize multiple-regression analysis, necessary data were collected from 601 participants via online questionnaire. According to the findings of the analysis, online compulsive buying is affected by the four dimensions of fashion-oriented consumption, which are anti-fashion attitude, fashion leadership, fashion interest and the importance of being well-dressed. Moreover, status consumption and social comparison has also a significant influence on online compulsive buying This paper discusses the results regarding the marketing applications and consumer research literature.
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